Sales promotion

Die Verkaufsförderung – oft auch als Sales-Promotion bezeichnet – umfasst alle unterstützenden und anregenden Maßnahmen, durch die ein business auf die am Absatz seiner Güter beteiligten Verkaufspersonen und -institutionen einwirkt, um deren Effizienz zu erhöhen und dadurch den Absatz der Güter zu steigern.
Sales promotion activities are mostly temporary measures that serve to create additional purchase incentives at short notice in order to achieve communication and sales goals of the company (Bruhn 1997). Addressees of sales demand measures are not only the salespeople in their own company and the sales intermediaries involved in the sales channel but also the end consumers. According to these addressees, the sales promotion is divided into

Sales promotion
- Training events - Back office
- Training events - Field service
- Sales competitions

Dealer promotion
- information events
– Training des Verkaufspersonals der Intermediary
- Support with catalogs, brochures, price lists, samples, etc.
- Sales competitions
- Opportunity for the sales staff to use the service free of charge (e.g. travel agency employees are invited by the tour operator to test a new hotel)
- Dealer price announcement

Consumer promotion
- Competition
- Performance tests
- display material
- encores
- Distribution of promotional items (e.g. balloons, stickers, hats for children).

In the in-kind service sector, the carriers of sales promotion measures are predominantly branded goods manufacturers who sell indirectly. In addition to dealer promotions, mainly consumer promotions are carried out here, in which the product as a sales object is the focus of sales promotion measures (samples, sweepstakes, encores, product demonstrations, etc.). Due to the synchronicity of sales, production and consumption, there are no dealer-oriented promotions in the service sector.

Offer-related promotions must also be replaced by other forms of consumer promotion due to the immateriality of the sales object. The use of competitions, collecting tokens or special price promotions should be mentioned here.

However, if the service company can also sell its performance promises indirectly in the form of material carriers, dealer promotions are used accordingly. As in the in-kind service sector, the service provider can use its distribution partners:

Train and inform (e.g. sales conference of an insurance company)
Advice and support in sales-related questions (e.g. setting up displays)
· Motivate them according to their own sales targets (eg dealerships and competitions, free “performance tests” for dealers).

Sales promotions, which are aimed at the employees in your own sales and are intended to improve their performance, can be divided into training measures and sales support measures. The particular importance of sales staff in service sales, especially at the first customer contact, shows the need for regular training (e.g. in the form of group training, role-playing, presentation of sales talks, programmed learning materials for self-study, etc.).

Salespeople also have to learn to sell the service “mentally” due to its abstract nature and the lack of presentation options. The following are to be mentioned as sales aids for the sale of services:

· Reference lists
· PC support during the consultation
· Calculation examples
· Test reports
· Sales manuals.

Was the explanation to "Sales promotion"Helpful? Rate now:

Weitere Erklärungen zu Anfangsbuchstabe K